¶ … Marketing Mix: Promotion Strategies
Assume that you are the newly hired promotion manager for Brooks Brothers and that the VP of Marketing wants you to prepare a report on how the designer's/brand's product/good is currently marketed and to begin to think about what changes, if any, you might want to see made in the promotion of that designer's/brand's products/goods.
What promotion makes the designer's/brand's products different from its competitors?
Brooks Brothers is one of the most famous marketers of classic clothing for men and women in the world. Its generations-old name and reputation for quality distinguishes it from its more recently-arrived competitors. Unlike the classic British fashion house Burberry, it has not tried to brand itself as a more trendy fashion line for the young, and showcased streaming podcasts of its fashion shows and crowd-sourced photographs and fashion advice. Brooks Brothers specializes in simple, clean lines and its current marketing mix is fairly straightforward. It offers preppy dress and casual clothing for men, women, and children. Its prices are slightly cheaper than Burberry's, but still somewhat pricey for 'off the racks' fashion. Its main competitors are Ralph Lauren, J. Crew and Banana Republic for casual clothes and for higher-end clothing, classic designer labels such as Burberry and Armani.
In 2001, the stalwart, nearly 200-year-old American company "which has outfitted powerful and famous men from Clark Gable to John Kennedy" was acquired by Italian entrepreneur Claudio Del Vecchio (Spiffing up Brooks Brothers, 2001, Business Week). Del Vecchio believed that "Brooks Brothers forgot about the suit guy -- the one they dress five days a week" and tried to shift the brand's focus back to that of the high-end consumer (Spiffing up Brooks Brothers, 2001, Business Week). High end...
Partial cost recovery. This is an objective that might have interest for an organization that has other revenue sources. Maximize quantity. The objective seeks to maximize the quantity of products/services sold or the number of customers in order to reduce costs in the long-term as predicted by the learning curve, also known as the experience curve. Quality leadership. Use price as a tool to designate high quality and position the product as
marketing plan. The mission statement of CCT is to encourage and cultivate the human spirit: one individual, one cup, and one community at a time. There are total 213 cafes that are currently operating in all the major cities of India and are owned by Cafe Coffee Time. The cafe Coffee Time is the part of Coffee Time which is Rs. 200 crore ISO 9002 certified. CCT positions itself as
viewer ship of Hindi Films with respect to the Non-Asian population in the UK The Hindi film industry or the 'Bollywood' as it has been referred to have made a significant mark not only in the Indian society, but has had far reaching influence among Indians residing abroad. We shall concentrate on the Hindi films in the UK with respect to the resident Indian population. The United Kingdom alone accounts
" The Live to Win competition is based on the enormously popular sport of badminton in China and participants who answer a series of questions posted online each month are eligible for various prizes. According to a corporate press release, "Each month, 300 winners will receive a limited edition set of 'Lucky Q. Wah Dolls' designed in the likeness of the actual badminton stars. Each doll comes complete with a
Specifically focused on products for each phase of a persons' life, this business segment is the most mainstream in terms of promotional strategies. Skin Care, OTC and Nutritionals have successfully given JNJ a permanent marketing strategy for selling to women in the 25-34 and 25-45 segments, two of the fastest growing demographic markets for these products. Product Strategy The biggest challenge for JNJ is the ability to quickly develop and launch
Marketing Models Review of marketing and promotional model Any organization's marketing program must take into perspective its marketing strategy and analysis, the target marketing process, marketing planning program development, and the target market. As a person in charge establishing a marketing campaign for a product in its mature stage of the product life cycle, it is imperative that a marketing strategy is developed. The person establishing the marketing campaign has to determine
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now